Understanding the reader requires not just a direct marketing plan, but listening to the consumers. Thoughts from the buchreport360 seminar.

The website of HarperCollins, one of the Big Five English language publishers, welcomes visitors – with a shop. A feature that could be just normal is currently big news among observers of international book markets. Why so?

While the call that publishers need to communicate directly with consumers has been repeated time and again, little has been done to make such a direct exchange a practical reality, in fact.

Of course, most publishers, big and small, have a presence on Facebook and Twitter, and a growing number of authors want to have their dedicated web presence supported by their publishers. But, many book professionals concede, not very many books find their way into the hands of readers in ways that can really be linked to such (expensive) digital initiatives.

One of the reasons for this shortcoming is that many such efforts are built like a preacher’s pulpit, focusing only on how to get the word out about an author, or a book. The other half of the exercise is missing though: A built in listening post, that allows the publisher, the marketing and communication team, and the author to listen to what the readers have to say.

At a one day seminar last week, branded buchreport360, this was all differnt. Most of the conversation had focused on how to make that return channel a key to the entire exercise. And clearly, selling books direct to consumers – and thereby learning what works, what doesn’t, and how so, exactly – engages the publisher in a much stronger way, and triggers a learning curve that no feedback from booksellers can replace. (And of course, this back link is not created as a re-placement for the booksellers and their wisdom, not at all).

The trick of listening – and not just preaching, or promoting – may be seen as banal. But it entirely re-frames the issue of  both direct-to consumer marketing, and of understanding consumer data by the same move.

This simple, yet powerful insight is what I brought home from  buchreport360 last week, where I had the pleasure to help preparing and moderating some of the sessions,  with, among others, Charlie Redmaine, CEO UK of HarperCollins (and formerly CEO of Pottermore) , Laura Bijelic, head of the reader platform Bookmarks at Random House UK and Dutch book and culture nerd Eppo van Nispen.

One could also add: Opening your shop is not just about selling books. It is as much about inviting your readers to talk to you, and to have someone in your publishing house who is prepared to lend an ear. Simple. But effective indeed.